量化受众:数据新闻受众画像建构实证研究  

Quantified Audience:An Empirical Study of Data Journalism Audience Portrait Construction

作　　者：翟红蕾[1] 李茂国 刘金波 Honglei Zhai;Maoguo Li;Jinbo Liu(School of Law,Humanity and Sociology,Wuhan University of Technology;School of Journalism and Communication,Wuhan University)

机构地区：[1]武汉理工大学法学与人文社会学院 [2]武汉大学新闻与传播学院

出　　处：《全球传媒学刊》2025年第1期145-170,共26页Global Journal of Media Studies

基　　金：国家社科基金一般项目“受众对数据新闻的认知与采用行为研究”(20BXW029)的阶段性研究成果。

摘　　要：数字时代的新闻业受到流量的驱动导向,量化受众已建构成为一种新的合法性机制,但相关的实证性探索还暂付阙如。本研究着眼于数字时代数据新闻优势性传播特征与阶段性遇冷的吊诡困境,聚焦数据新闻受众群体,综合深度访谈及问卷调查对数据新闻采纳者属性进行考察,并以此为基础完成受众画像建构。研究发现,当前数据新闻受众群体可划分为社交活跃型、务实使用型、深度体验型三个类别,并呈现出历时性演进的模态趋势,三个类别的受众群体各自具有基于群体规律的生产动因、维护原则和拓展策略。市场流量机制影响下的新闻业需要切实关注群体的实际需求,通过量化受众的途径增进对受众的理解,从而反哺内容生产。In the digital era,journalism is driven by traffic,and quantitative audience has been constructed as a new legitimization mechanism,but relevant empirical exploration has not yet been done.This study focuses on the advantageous communication characteristics of data news in the digital era and the dilemma of being cold at a certain stage,and focuses on the audience of data news.The study integrates in-depth interviews and questionnaires to examine the attributes of the adopters of data news,and then completes the construction of an audience portrait based on them.It is found that the current data news audience groups can be divided into three categories:social active,pragmatic use,and in-depth experience,and show a modal trend of evolution over time,and each of the three categories of audience groups has its own motivation for production,maintenance principles,and expansion strategies based on the laws of the group.Under the influence of the market flow mechanism,journalism needs to rethink the actual needs of audience groups and improve the understanding of them through the way of quantitative audience,so as to feed the production of content.

关 键 词：流量 数据新闻 量化受众 受众画像 新闻生产 

分 类 号：G210[文化科学—新闻学]